Aulia, Muhammad Idzhar (2025) PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN CONSUMER TRUST SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Sepatu Merek Converse di Kota Depok). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study was to determine the effect of Brand Image and Product Quality on Purchase Decision with Consumer Trust as an Intervening variable. In this study, Brand Image and Product Quality as independent variables and Purchase Decision as the dependent variable. This research uses quantitative methods with a sample of 105 respondents. The data analysis technique in this study uses Structural Equation Modeling (SEM) using the Partial Least Square (SmartPLS) 4.1 measuring tool. The results showed that: (1) Brand Image has no effect on Purchase Decision. (2) Product Quality has a positive and significant effect on Purchase Decision. (3) Brand Image has a positive and significant effect on Purchase Decision. (4) Product Quality has a positive and significant effect on Purchase Decision. (5) Consumer Trust has a positive and significant effect on Purchase Decision. (6) Consumer Trust is able to mediate the effect of Brand Image on Purchase Decision. (7) Consumer Trust is able to mediate the effect of Product Quality on Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan Penelitian ini adalah mengetahui Pengaruh Brand Image dan Product Quality terhadap Purchase Decision dengan Consumer Trust sebagai variabel Intervening. Dalam penelitian ini Brand Image dan Product Quality sebagai variabel Independen serta Purchase Decision sebagai variabel Dependen. Penelitian ini menggunakan metode kuantitatif dengan sampel sebanyak 105 Responden. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan menggunakan alat ukur Partial Least Square (SmartPLS) 4.1. Hasil penelitian menunjukkan bahwa : (1) Brand Image tidak berpengaruh terhadap Purchase Decision. (2) Product Quality berpengaruh positif dan signifikan terhadap Purchase Decision. (3) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (4) Product Quality berpengaruh positif dan signifikan terhadap Purchase Decision. (5) Consumer Trust berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Consumer Trust mampu memediasi Pengaruh Brand Image terhadap Purchase Decision. (7) Consumer Trust mampu memediasi Pengaruh Product Quality terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | Brand Image, Product Quality, Purchase Decision, Consumer Trust. Brand Image, Product Quality, Purchase Decision, Consumer Trust. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Muhammad Idzhar Aulia | |||||||||
| Date Deposited: | 03 Jul 2025 05:54 | |||||||||
| Last Modified: | 03 Jul 2025 05:54 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/50133 |
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